THE POWER OF DATA. What You Don t Know About Your Audience

Transcription

1 THE POWER OF DATA What You Don t Know About Your Audience

2 ANDREW VAN DER FELTZ Senior Director, Business Development, EMEA & APAC Expedia Media Solutions EXPERIENCE: Andrew drives business development for the growing display advertising space for the Europe, Middle East, Africa and Asia Pacific region. Prior to joining Expedia Media Solutions in 2016, he spent more than 15 years with the Netherlands Board of Tourism & Conventions (NBTC) as the director of business development and operations. Andrew was also previously an international marketing manager at VisitScotland. FUN FACT: Despite being Dutch, Andy rowed competitively for the Scottish National Team, qualifying thanks to his quarter Scottish maternal grandmother.

3 WE ARE A GLOBAL NETWORK OF TRUSTED TRAVEL BRANDS

4 200+ WITH A GLOBAL AUDIENCE OF QUALIFIED TRAVEL SHOPPERS SITES 75 COUNTRIES 35 LANGUAGES

5 UNDERSTANDING YOUR AUDIENCE BEHAVIOR EMOTION INTENT

6 UNDERSTANDING AUDIENCE EMOTION

7 W E INVITE TRAVELERS TO INNOVATION LABS

8 W E TA K E T EC H N O LO GY ON THE ROAD

9 TO UNDERSTAND HOW TRAVELERS FEEL

10 THIS IS A FACE READER

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13 UNDERSTANDING AUDIENCE INTENT

14 NOT ALL TRIPS ARE CREATED EQUAL Average Number of Total Trips Taken Per Year US CN JP CA UK DE FR AU Multi-National Travel Trends Expedia Media Solutions Northstar Research: Q9: Typically, how many personal/leisure and business trips do you take per year?

15 NOT ALL TRIPS ARE CREATED EQUAL Average Number of Total Trips Taken Per Year Last Vacation Duration in Days US CN JP CA UK DE FR AU Multi-National Travel Trends Expedia Media Solutions Northstar Research: Q9: Typically, how many personal/leisure and business trips do you take per year? Northstar Research: Q15. How long was your vacation?

16 EXPLORE BEYOND THEIR BORDERS 73% 68% 59% 56% 45% 27% 18% 14% Multi-National Travel Trends Expedia Media 16Solutions Northstar Research: Q14. Was the trip.?

17 RELAXING & SIGHTSEEING 80% 60% 40% 20% 0% Relaxing Sightseeing Visiting Family US CN JP CA UK DE FR AU Multi-National Travel Trends Expedia Media Solutions Northstar Research: Q10: What types of vacations have you taken in the past year?

18 Activities I will be doing on my trip 186 A once in a lifetime experience The cultural experience Lowest Price My food experience Deals and/or special offers A place where I can vacation with friends Going somewhere where I can take memorable pictures Outdoor activities ACTIVITIES & UNIQUE EXPERIENCES DRIVE TRAVEL DECISIONS Feeling pampered during my vacation Recommendations from family & friends Transportation available on the trip Produce stunning/shareable photos for social media/ scrapbooks for me Multi-National Travel Trends Expedia Media Solutions For this exercise, you will go through a small number of different screens where we will ask you to identify which consideration would be most important to you in terms of how you choose a vacation/ holiday and which consideration would be least important to you in terms of how you choose to purchase a vacation/holiday. Total (n=8006)

19 ALL GENERATIONS CONSIDERING MULTIPLE DESTINATIONS Have already decided on my destination 24% 23% 28% 41% Deciding between 2 or more destinations 48% 58% 62% 59% Don't have a destination in mind 18% 15% 13% 11% Gen Z Millennials Gen X Boomers Multi-National Travel Trends Expedia Media Solution Northstar Research: Q23. Which of the following options best describes the way you feel when you first decide to take a trip? (Please select one)

20 YOUNGER AUDIENCES OPEN TO DESTINATION INSPIRATION Know exactly how to do it and don't need any help 27% 31% 42% 51% Pretty sure I know what to do, but may need some help and inspiration 47% 55% 66% 63% Don't know where to start and would need lots of help and inspiration 3% 2% 7% 6% Gen Z Millennials Gen X Boomers Multi-National Travel Trends Expedia Media Solution Northstar Research: Q24. Which of the following options best describes the way you feel when you first start planning a trip/holiday?

21 GENERATIONAL INFLUENCE OF SOCIAL MEDIA 42% 46% 52% 55% 46% 45% 43% 41% 42% 42% 29% 46% 35% 37% 27% 32% I see a deal or promotion Travel pictures that are posted by my friends Travel pictures that are posted by experts Blogs/articles about travel destinations 31% 32% 30% 28% 28% 29% 35% 35% 19% 21% 17% 18% 12% 12% 8% 3% I watch travel videos posted by my friends I watch travel videos posted by experts I search for hashtags of destinations I am interested in I look at where celebrities travel Gen Z Millennials Gen X Boomers Multi-National Travel Trends Expedia Media Solutions Northstar Research: Q29. How does social media influence you? Which of the following influence your decision in booking a trip?

22 MOBILE YOUNGER AUDIENCES USE SMARPHONES AT EVERY STAGE 80% 68% 80% 75% 67% 60% 59% 57% 40% 31% 45% 43% 32% 31% 20% 16% 22% 15% 10% 10% 0% When looking for inspiration on where to travel When research on where to travel When booking the travel During my trip Gen Z Millennials Gen X Boomers Multi-National Travel Trends Expedia Media Solutions Northstar Research: Q47. For each of the following statements, which device(s) do you use? Please select all that apply

23 INSIGHTS INTO ACTION23

24 ACTIVITIES & EXPERIENCES DRIVE DESTINATION DECISIONS 24

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26 MOBILE VITAL TO ENGAGE YOUNGER TRAVELERS 26

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28 THANK YOU DOWNLOAD THE STUDY: Expedia, Inc. All rights reserved.